ITC Classmate broadens stationery play with QR gamification and omnichannel reach
ITC Classmate is extending beyond notebooks into writing and art supplies while deploying QR-linked interactive content to stay relevant in digital-first learning. The brand is using general trade, modern retail, e-commerce, quick commerce, D2C and school channels to widen access.
What happened
ITC Classmate is expanding beyond notebooks into writing and art supplies while using QR-linked gamification to remain relevant amid digital learning. The brand
Key facts
- India paper-based stationery market: Rs 16,500 crore
- ITC FMCG FY25 revenue: Rs 219,81 crore
- Classmate consumer spends: over Rs 1,000 crore
- Classmate launched in 2003
- QR-linked content includes 11 interactive challenges
Why this matters
Classmate’s omnichannel push makes adjacent acquisitions or partnerships in educational content, kids’ creativity, last-mile commerce and school distribution potentially strategic accelerants.
What to watch
- QR scan rates, repeat scans and conversion from content engagement to product purchase.
- Share of revenue from writing instruments, art supplies and other non-notebook categories.
- Back-to-school bundle adoption and average order value by channel.
- Quick-commerce SKU availability, delivery-area expansion and unit economics.
- School-channel partnerships, institutional wins and student-community program participation.
- Competitor launches of interactive packaging, creator-led educational content or bundled school-supply offerings.
- Evidence of price premium retention versus regional brands and marketplace private labels.
- Launch QR-linked learning, creativity and exam-prep content segmented by age group, school board and product category.
- Bundle notebooks, pens, art materials and study accessories into back-to-school kits across D2C, marketplaces and quick-commerce platforms.
- Use QR scans and D2C data to build a parent-and-student CRM program with replenishment reminders, rewards and personalized offers.
- Expand school partnerships through activity programs, competitions and institutional supply relationships that convert engagement into recurring demand.
- Prioritize quick-commerce packs for urgent-use occasions while reserving differentiated bundles and personalization for D2C and modern retail.